Trust In Advertising: Indians look at advertising much favourably

Televisionpoint.com Correspondent | Mumbai
AC Nielsen's annual Trust In Advertising research study reveals that consumer trust in advertising is low on a global front. Public discussion of advertising tends to focus on its alleged contribution to societal problems.

In response, the World Federation of Advertisers (WFA) launched in 2008 a global industry campaign to champion the value of advertising. The aim was to ensure that lawmakers and key opinion formers better understand the benefits of advertising and that these are better reflected in the policy making process.

The objective of the survey that covered 25,420 respondents spread across 50 countries was to provide a better understanding of consumer perceptions of the benefits of advertising. It says Indians, by and large, look upon advertising much more favourably and find it more useful, productive and entertaining, as compared to their global counterparts.

Indian consumers take a favourable view of advertising than global consumers. Accordingly, 68 per cent of global respondents believe it helps to reduce prices by stimulating competition, leading to lower prices, 81 per cent of Indians feel the same. Again, 86 per cent of Indians feel that advertising helps them make a more informed decision, vis-à-vis only 67 per cent of global consumers who feel so.

Bharat Patel

Bharat Patel, chairman, Indian Society of Advertisers (ISA); and chairman, Procter & Gamble Hygiene and Health Care Ltd, says, "The survey will come in handy for key decision makers and regulators from the advertising fraternity. It establishes the fact that advertising plays both social and economic roles. Also, In India, advertising is well received, as compared to Western countries and North America, who participated in the survey as well."

While 87 per cent of Indians also feel that advertising is entertaining and gets their attention, only 66 per cent of global consumers believe so. Patel adds, "Apparently, this endorses the quality and creativity of Indian advertising that has become more light-hearted and slick."

A vast majority of Indians feel that advertising contributes to the growth of the economy and helps create jobs. Eight out of 10 Indians believe advertising provides useful information on important societal issues, such as safety and health.

A similar ratio of Indians believes advertising lowers the price they pay for watching TV, reading newspapers and listening to radio and other media. Nearly nine out of 10 Indians believe advertising helps fund sporting events, art exhibitions and cultural events.

The study also reveals that a vast majority of consumers see advertising as playing a key role in the economy: 80 per cent of the world's consumers believe that advertising helps create jobs and 72 per cent say advertising contributes to economic growth.

Overall, the results show broadly consistent, largely positive consumer views about the economic benefits of advertising. Europeans are the most hesitant, in clear contrast to the emerging markets across Asia-Pacific, Latin America, the Middle East and Africa.

In India, the survey has been issued by ISA and Advertising Agencies Association of India (AAAI).